Adobe MAX 2017 identity

Adobe commissioned me to create the identity of the MAX creativity conference 2017 in Las Vegas based on my master thesis ‘BTW’ – a modular system consisting of two components: a typeface, produced by 3D printing, and a variety of physical processes associated with the letters.

After designing a labyrinth version of MAX logo and a pattern of several word combinations – also using the ‘BTW’ font – I developed six analog effects which present the logo in different overall impressions. In four shooting days, a crew from Adobe captured the experiments in my studio in Düsseldorf. The design was transferred into various applications for the conference, like banners, videos, shirts and many more.